Servicescape and shopping value : The role of negotiation intention, social orientation, and recreational identity at the Istanbul Grand Bazaar

Yalinay, Ozge and Baxter, Ian W F and Collinson, Elaine and Curran, Ross and Gannon, Martin Joseph and Lochrie, Sean and Taheri, Babak and Thompson, Jamie (2018) Servicescape and shopping value : The role of negotiation intention, social orientation, and recreational identity at the Istanbul Grand Bazaar. Journal of Travel and Tourism Marketing, 35 (9). pp. 1132-1144. ISSN 1054-8408 (https://doi.org/10.1080/10548408.2018.1475277)

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Abstract

This paper examines the influence of negotiation intention, recreational shopper identity, and social shopping orientation on both servicescape and visitors’ overall shopping value in the Istanbul Grand Bazaar. We developed and tested a conceptual model using a sample of 300 international visitors to the Bazaar. The results demonstrate that bargaining intention, recreational functions, and social interactions influence servicescape. This implies that, when tourists are motivated by bargain hunting, recreation, and socialisation, their attitude towards the shopping environment is more positive, which subsequently results in increased overall shopping value. Implications for managerial practice are also presented alongside suggestions for future research.

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